Auburn USA launches
August 13, 2013,
This Simply American 45-inch-wide entertainment unit in light cherry finish will be offered by Auburn USA, a domestic maker launching in Tupelo with an assortment of home entertainment and office pieces.
The company includes several former employees and sales representatives of the now defunct Eagle Inds., which shut down earlier this year. James Bond, a former Eagle employee, is sales manager.
Auburn is a division of Colonial House, a maker of cherry and walnut furniture here since 1947. The Auburn division is producing from a 40,000- square-foot factory here and can add capacity, Bond said.
"We're just working, taking our time, putting the company together and putting it together right," Bond said. "We're not going to have 1,400 SKUs. We're going to make it as easy as it can be made."
Bond said Auburn consulted with dealers on popular heights and lengths for entertainment in its product line. It is giving retailers the ability to change door panels, colors and heights of the units.
Groups are available in oak and poplar hardwoods. The company is offering 40- to 90- inch-wide consoles, each about 36 inches tall and 17 inches deep, Bond said. A 40-inch console will retail from $299 to $399.
Auburn will have 45 consoles available to order in Tupelo and it will also offer bookcases. It will show some of the Colonial House line at the show and plans to introduce home office at the fall High Point Market and bedroom in 2014, Bond said.
Consoles feature inset doors, magnet door catches, and custom door and bookcase options like choice of flat panel, plain glass, bead board, or raised panels. Finish options include medium oak, dark oak, light cherry, dark cherry, bright white and black.
Auburn will focus on classic American styling. Depending on what custom options dealers want, units will have traditional, transitional, coastal or contemporary looks, among others, Bond said.
The company also aims to become a strong supplier of corner consoles, Bond said. Pieces will be constructed with mortise and tenon joints on doors, face and back frames.
Auburn is showing in temporary space 6073 in Tupelo.